East India Carpets
Deliverables
Photography
Vancouver,
British Columbia
In a time when depth of tactility is often minimal, if not forgone in a manner, it is refreshing, if not necessary, to look to the past for ways in which to layer the home in what one might consider, warmth. And unlike so many furnishings, which are often appreciated in a more vertical existence, living with artistry underfoot (wether small or large-scale) becomes a beautiful way in which to experience art. A sterile white space becomes soothing to the eyes with rich terracotta tiles, but brought to life with an array of blues, designed and woven from imagination… or a source of complete comfort of touch for tired feet after a full day of unforgiving shoes… or a piece holding memories, passed down from loving grandparents; a grounding place in which classic fables were told from well-read pages.
It was with great honor that we worked closely with East India Carpets to create a campaign in celebration of their significant 75 years of business within the Armory District of Vancouver. With strong beginnings dating back to 1948, and founded by Jab Sidhoo—notably, very active in the community—EIC was and continues to be a family-run business. Along with valued team members at the helm, the family holds a prominent presence within the city, importing handmade carpets from the world’s finest weaving centers. Excellence in reputation of both service and carpets continue, along fresh inspiration brought in by the youngest of members. A constant source for many designers, architects and homeowners alike.
Living with two from their collection has added such depth to the spaces in which they inhabit. A notable favorite being a silk carpet made up of hundreds and hundreds of silk saris. Upon closer examination, a soft, stone-like rug reveals scatterings of jewel-like, bold threads—from raspberry to indigo—a reminder of its handmade origins, and a step back even further, with consideration of the many, many lives and their stories that once lived within the garments themselves. A treasure that we will no doubt, pass down to our children and hopefully, children’s children. And as for the future of the company, exciting plans are afoot, with creativity and fresh ideas from the youngest of team members combining simultaneously with tradition, as East India Carpets steps towards the next milestone in its beautiful lineage.
